Tax season insights for digital marketers

Preparing for tax time returns

Tax services is a $9.3 billion industry, growing at an annual rate of 2.2%

2015 products and services segmentation

SOURCE: IBISWorld Industry Report 54121d, Tax Preparation Services in the US, Gavan Blau, April 2015.

57%23%

14%6%

Standard tax preparation servicesBasic tax preparation servicesFull-service tax preparation servicesTax-related financial products

Taxpayers often turn to the IRS for assistance

400 million

10 million

5 million

100 million

Visits to IRS.gov.1

Letters and correspondence.2

Taxpayer visits to IRS walk-in sites.2

Telephone calls.2

SOURCE: 1. Data analysis on IRS Weekly Filing Season Statistics, 2013, 2014, and May 15, 2015. 2. IRS Taxpayer Advocate Service, Press Release: National Taxpayer Advocate Delivers Annual Report to Congress; Focuses on Taxpayer Service and Taxpayer Bill of Rights, January 14, 2015.

Each year, the IRS receives more than:

37%

8.8M

Zero

23 min.

Telephone calls to the IRS answered during the 2015 filing season.2

Number of calls the IRS switchboard hung up on when it got overloaded.2

Tax return preparation assistance available from the IRS.1

Average wait time on hold.2

SOURCE: 1. IRS Taxpayer Advocate Service, Press Release: National Taxpayer Advocate Delivers Annual Report to Congress; Focuses on Taxpayer Service and Taxpayer Bill of Rights, January 14, 2015.;2. IRS Taxpayer Advocate Service, National Taxpayer Advocate Reviews Filing Season and Identifies Priority Areas and Challenges in Mid-Year Report to Congress, July 15, 2015.

IRS resources are strained to respondThe IRS workforce is down by nearly 12,000 employees since FY 2010.1

Will your campaigns help taxpayers get the assistance they seek?

SOURCE: IBISWorld Industry Report 54121d, Tax Preparation Services in the US, Gavan Blau, April 2015.

Factors affecting this tax season

National unemployment rate

Healthcare and marriage laws

Electronic filing

Mobile apps

Less than 6% of Americans are unemployed1

138.2 millionindividual tax returns were filed in 2015, an increase of 1.0% over 2014.2

120.6 millionindividuals filed their taxes electronically in 2015, an increase of 2.4% over 2014.2

SOURCE: 1. IBISWorld Business Environment Report, National unemployment rate, June 2015. 2. IRS, IRS Filing Season Statistics for week ending May 15, 2015.

TIPHave a local office? Use Location Targeting, Location Extensions, and Call Extensions to capture nearby taxpayers searching for help.

With low unemployment rates for the next few years, filing volumes will stay high.

Under the Affordable Care Act (ACA), healthcare coverage is now a part of tax returns

2014 tax returns processed by 6/25/15

Form 8962: premium tax creditFor taxpayers claiming a tax credit (aka “subsidy”) in the federal and state exchanges.

3.2 million$3,400 average credit per return

Form 8965: healthcare coverage exemptionsFor taxpayers claiming exemptions from the health insurance requirements.

12 million

Individual shared responsibility payments For taxpayers who do not comply with the health insurance requirements (aka the “tax penalty”).

7.5 million$200 average penalty per return

Health care check boxFor taxpayers who have health insurance coverage.

102 million

SOURCE: IRS, Letter from IRS Commissioner John Koskinen to Congress, July 17, 2015.

1 in 5 taxpayers will do more than check a box.

The premium tax credit may come with a surprise

50% of taxpayers overestimated their 2014 income. At tax time, they paid back on average $800 of their advanced tax credit.

10% of taxpayers estimated just right. No adjustment needed at tax time.

40% of taxpayers underestimated. They received a higher tax credit at tax time, increasing their refund by $600 on average.

SOURCE: IRS, Letter from IRS Commissioner John Koskinen to Congress, July 17, 2015.

Taxpayers need help estimating their annual income when they apply for an advanced tax credit through the federal and state exchanges.

SOURCE: 1. Healthcare.gov, The fee you pay if you don't have health coverage, accessed March 27, 2015.

The tax penalty will more than double for 2015

Tax year 2014 Tax year 2015

1% 2%

$95 $325$47.50 $162.50$285 $975

Percentage of their yearly household income

(above the tax filing threshold, about $10,150 for an individual).

Penalty per adult for the year.

Plus, penalty per child under 18.

Maximum household penalty.

Uninsured households will pay the higher of two amounts:1

240%

OR

Be prepared to help taxpayers calculate the individual shared responsibility payment.

SOURCE: Accounting Today, Supreme Court’s Same-Sex Marriage Ruling Has Major Tax and Financial Planning Implications, June 29, 2015.

Marriage equality is now the law of the land

With the U.S. Supreme Court’s latest decision, married same-sex couples can now file both joint federal and joint state returns.Other tax benefits include: • Making unlimited gifts between

spouses without gift taxes. • Inheriting a spouse’s property without

paying estate taxes.• Allowing a surviving spouse to rollover

their spouse’s IRA.

Expect newly married couples to have questions about the new tax benefits available to them.

Since 2009, electronic filing has grown by 30%

SOURCE: Data analysis on IRS Weekly Filing Season Statistics, 2010, 2011, 2012, 2013, 2014, and May 15, 2015.

Volume of e-filed tax returns (2009–2015)

Meanwhile, the share of self-prepared e-filed tax returns has risen by 21%. Will your ads entice searchers to try your software or services?

2009 2010 2011 2012 2013 2014 H1 2015 -

25,000,000

50,000,000

75,000,000

100,000,000

125,000,000

66% 69%77% 81% 83% 84% 87%

E-filed by tax professionals E-filed by individuals Percent e-filed

SOURCE: Data analysis on IRS Weekly Filing Season Statistics, 2010, 2014, and 2015.

2015 breakdown of e-filing between tax professionals and individuals

6 in 10 e-filers use tax professionals or software They often search for brand terms. Make sure you’re bidding on your own brand terms to grab attention and keep competitors at bay.

30-Jan

6-Feb 13-Feb

20-Feb

27-Feb

6-Mar 13-Mar

20-Mar

27-Mar

3-Apr 10-Apr

17-Apr

24-Apr

1-May 8-May 15-May

- 2,500,000 5,000,000 7,500,000

10,000,000 12,500,000 15,000,000 17,500,000 20,000,000

E-filed by tax professionals E-filed by individuals

SOURCE: Data analysis on IRS Weekly Filing Season Statistics, 2015.

2015 volume of taxes filed weekly

E-filing and manual filing peak at different times

E-filing experiences two peaks—at the beginning and end of the tax deadline.Manual filing experienced only one peak at the end of the tax deadline.

Plan your budget accordingly to keep it from running out before the tax deadline.

30-Jan

6-Feb

13-Feb

20-Feb

27-Feb

6-Mar

13-Mar

20-Mar

27-Mar

3-Apr

10-Apr

17-Apr

24-Apr

1-May

8-May

15-May

-

4,000,000

8,000,000

12,000,000

16,000,000

20,000,000

24,000,000

Total manually filed Total e-filed Total taxes filed

SOURCE: PC Magazine, The Best Tax Software for 2015, February 10, 2015.

TIPUse App Extensions to highlight your mobile offerings for tax assistance, calculators, return filing, and refund status.

Taxpayers are also getting help from mobile apps

SOURCE: eMarketer, The U.S. Financial Services Industry 2015: Digital Ad Spending Forecast and Trends, May 2015.

Financial services digital ad spending will grow to more than $8.1 billion in 2016

U.S. financial services industry digital ad spending (2015–2019)

Expect competition to increase with ad spending.

2015 2016 2017 2018 2019

$7.19$8.16

$9.08$9.99

$10.90

14.5% 13.5%11.3% 10.0% 9.1%

Ad Spending % change

SOURCE: Hitwise, Ratio of paid to organic traffic generated by all variations of tax for the 12 weeks ending April, 2015.

20152013 2014

Tax search trends: paid versus organic

TIPSet up automated rules to help you adjust your keyword bids and campaign budgets automatically during search peaks.

More tax searches are resulting in a paid click

47%

Paid Organic

51%

Paid Organic

36%

Paid Organic

Bing Ads search performance trends

Tax-related searches align with e-filing trends and timeframes

Tax-related search volume for the filing season rose 25% from 2014 to 2015! Search volume starts increasing from the beginning of January, before the filing period begins. Start early and use this time to optimize your campaigns before the peak hits in late January/early February.The 2015 tax season began slightly earlier than the 2014 season, and the corresponding search volume reflects that. Stay informed about the filing season dates to prepare for both peaks.

Search volume for top tax-related searches (Jan 1–Apr 30: all devices)

SOURCE: Microsoft internal data.

Make sure your budget is sufficient to cover the entire filing period, with peaks at the beginning and end.

1-Jan

6-Jan11-

Jan16-

Jan21-

Jan26-

Jan31-

Jan5-Feb10-

Feb15-

Feb20-

Feb25-

Feb2-Mar7-M

ar

12-Mar

17-Mar

22-Mar

27-Mar

1-Apr

6-Apr11-

Apr16-

Apr21-

Apr26-

Apr

2014 2015

In line with Bing Ads searches, people visit IRS.gov at the start and end of the tax season

Visit to IRS.gov during tax season (2014–2015)

SOURCE: Data analysis on IRS Weekly Filing Season Statistics, 2014 and 2015.

30-Jan

6-Feb 13-Feb

20-Feb

27-Feb

6-Mar

13-Mar

20-Mar

27-Mar

3-Apr 10-Apr

17-Apr

24-Apr

1-May

8-May

15-May

-

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

2014 2015

The IRS doesn’t advertise—this presents a unique search advertising bidding opportunity, as 35% of the top 20tax search terms were IRS-related.

SOURCE: Microsoft internal data.

SOURCE: Microsoft internal data.

Brand terms and refund-related terms top the list of popular tax-related search terms

Popular queries on PC/tablet Popular queries on smartphones

PC/tablet searches are heavier on brand terms, while smartphone searches lean more towards tax refunds.

where my refundh r blockturbotax

where my refund 2015irs

irs where my refundirs gov

irs gov where my refundturbo tax 2015

www irs govjackson hewittturbotax login

irs phone numbertaxact

www irs gov where my refund

turbotaxirs gov

h r blockwhere my refund

irsturbotax login

taxactwww irs gov

irs gov where my refundmypay dfas mil

irs formsturbo tax 2015

taxact comwhere my refund 2015

irs where my refund

Competition and increased interest drive up clicks and bids

CTR and CPC for top tax-related searches (Jan 1–Apr 30, 2015: all devices) Click-through rate and

cost-per-click also followed e-filing trends, with both competition and search volume driving rates higher during peak periods. You’ll need to make sure that your budget and bid strategy can take on the competition!Start your campaigns early

and take advantage of the relatively lower cost-per-click and high click-through rates in early January.

SOURCE: Microsoft internal data.

Make sure your bids are competitive during peak periods, but also take advantage of untapped opportunity while cost-per-click is lower.

1-Jan

7-Jan13-

Jan19-

Jan25-

Jan31-

Jan6-Feb12-

Feb18-

Feb24-

Feb2-Mar8-M

ar

14-Mar

20-Mar

26-Mar

1-Apr7-A

pr13-

Apr19-

Apr25-

Apr0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%8.00%9.00%

10.00%

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

CTR CPC

SOURCE: Microsoft internal data.

The ACA tax impact receives greater attention early in the tax season

Popular queries on PC/tablet:

penalty (for) not having health insurancehealth care taxespenalty (for) no health insurancetax penalty (for) no health insuranceaffordable care act taxesobamacare tax penaltyobamacare penaltytax penalty (for) not having health insuranceobamacare taxesfine (for) not having health insurance

Search volume for popular searches on tax and ACA (Jan 1–Apr 30, 2015: PC/tablet)

1-Jan

7-Jan13-

Jan19-

Jan25-

Jan31-

Jan6-Feb12-

Feb18-

Feb24-

Feb2-Mar8-M

ar

14-Mar

20-Mar

26-Mar

1-Apr

7-Apr13-

Apr19-

Apr25-

Apr

Prominent brands experience greater lift during search volume peaks

Search volume for tax preparation brands followed the same trends as overall tax-related searches.However, TurboTax-related searches experienced higher lift in volume than those of other brands, likely from greater brand recognition.This is a potential opportunity to bid on competing or complementary brands and use your ad copy to gain visibility with a larger audience.

Search volume for top tax brand-related searches (Jan 1–Apr 30: all devices)

SOURCE: Microsoft internal data

Take advantage of high search volume to bid on branded terms and gain visibility for your own brand.

1-Ja

n5-

Jan

9-Ja

n13

-Jan

17-Ja

n21

-Jan

25-Ja

n29

-Jan

2-Fe

b6-

Feb

10-F

eb14

-Feb

18-F

eb22

-Feb

26-F

eb2-

Mar

6-Ma

r10

-Mar

14-M

ar18

-Mar

22-M

ar26

-Mar

30-M

ar3-

Apr

7-Ap

r11

-Apr

15-A

pr19

-Apr

23-A

pr27

-Apr

TurboTax H&R Block TaxACT

Brands enjoy high click-through rates throughout the tax season

Click-through rates are consistently high regardless of search volume, indicating that ads are aligned with what searchers are looking for.Cost-per-click fluctuates more with search volume, and fierce competition among brands may be a significant driver behind increases.This is a chance to bring visibility to your brand at a lower cost-per-click during less competitive periods.

Click-through rate and cost-per-click for top tax brand-related searches (Jan 1–Apr 30, 2015: all devices)

SOURCE: Microsoft internal data

Cost-per-click follows search volume trends while click-through rates remain steady.

1-Ja

n5-

Jan

9-Ja

n13

-Jan

17-Ja

n21

-Jan

25-Ja

n29

-Jan

2-Fe

b6-

Feb

10-F

eb14

-Feb

18-F

eb22

-Feb

26-F

eb2-

Mar

6-Ma

r10

-Mar

14-M

ar18

-Mar

22-M

ar26

-Mar

30-M

ar3-

Apr

7-Ap

r11

-Apr

15-A

pr19

-Apr

23-A

pr27

-Apr

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

$-

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60

$0.70

$0.80

$0.90

CTR CPC

CTR

CPC

Mobile search performance trends

Tax-related searches on smartphones follow e‑filing trends, with an eye towards refunds

Smartphone search trends were similar to those on PC/Tablet, but with slightly different top search terms.The term “where(‘s) my refund” was one of the most popular search terms and experienced the biggest lift during peak search periods.The 2015 tax season opened earlier than the 2014 season, and the corresponding search volume reflects that. Stay informed about the filing season dates to prepare for both peaks.

Search volume for top tax-related searches(Jan 1–Apr 30: smartphones)

SOURCE: Microsoft internal data.

Tax filers use their smartphones to look up tax refund status and timeframes.

1-Jan

6-Jan11-

Jan16-

Jan21-

Jan26-

Jan31-

Jan5-Feb10-

Feb15-

Feb20-

Feb25-

Feb2-Mar7-M

ar12-

Mar17-

Mar22-

Mar27-

Mar1-A

pr6-A

pr11-

Apr16-

Apr21-

Apr26-

Apr

2014 2015

Refunds are top of mind among searchers on smartphones

Top tax-related searches (Jan 1–Apr 30, 2015: smartphones)

SOURCE: Microsoft internal data.

Terms related to refunds, brands, and the IRS top the list of smartphone searches.

Smartphone searchers are more likely to click on ads early on in the tax seasonFantastic opportunity for campaigns in early January when click-through rate is high and cost-per-click is at its lowest!

CTR and CPC for top tax-related searches (Jan 1–Apr 30, 2015: smartphones) Click-through rates for

smartphones remain fairly high throughout the season, but are the highest in the first half of the tax season.Cost-per-click starts off low but quickly spikes by the end of January.Reach your audience at great value early on in the season with high click-through rates and low cost-per-click.

SOURCE: Microsoft internal data.

1-Jan

7-Jan13-

Jan19-

Jan25-

Jan31-

Jan6-Feb12-

Feb18-

Feb24-

Feb2-Mar8-M

ar14-

Mar20-

Mar26-

Mar1-A

pr7-A

pr13-

Apr19-

Apr25-

Apr0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

$0.00

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60

$0.70

$0.80

$0.90

CTR CPC

Some tips to consider for tax season

1234

Align budgets and bids to search trends. Plan for the two search peaks and keep your bids competitive throughout the tax season.

Test ad copy early in January before the first peak and run with the best performing ads.

Target mobile searchers at the beginning of the tax season with refund-related ad copy and appropriate keyword bids.

Align your search campaign timing to the service you’re offering. Brand name searches spike early and late in the season, and vary by tax professional services and self-serve software.

Effectively reach your tax audience with Bing Ads

SOURCE: comScore qSearch (custom), US, March 2015; industry categories based on comScore classifications.

tax searchers not reached on Google.

total tax searchers powered by Bing.total tax searches powered by Bing.of all tax paid clicks.

Bing Ads delivers value for tax

4.9M or 48%5.2M

12M

53%

Our audience has a higher propensity to own personal finance/tax software

More likely to have bought personal finance/tax software online in the last 6 months.

More likely to own personal finance/tax software.

SOURCE: comScore Plan Metrix, US, March 2015, custom measure created using comScore indices and duplication. March data was used to reflect the month before tax filings are due.

Compared to Google, the Bing Ads audience is:

SOURCE: comScore Plan Metrix, US, March 2015, custom measure created using comScore indices and duplication. March data was used to reflect the month before tax filings are due.

Compared to Google, the Bing Ads audience is

8% more likely to have bought personal finance/tax software offline in the last 6 months.

Connect with your target audience

SOURCE: comScore Media Metrix, US, March 2015. March data was used to reflect the month before tax filings are due. U.S. Census Bureau, Income and Poverty in the Unites States: 2014, Current Population Reports, September 2015.

The key is to more effectively reach the tax audience Bing Ads over indexes on household incomes $60,000–$74,999 and $75,000+ compared to the overall Internet population.

Under $15,000

$15,000 to $24,999

$25,000 to $34,999

$35,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,000

$150,000 to $199,999

$200,000 and over

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Distribution of U.S. household incomeEst. 9% of pop.

36% of the population

Tax advertiser target market

2 in 5 tax website visits come from those 45 years and older and Bing Ads has a higher index than Google on individuals ranging from ages 45-64.1

Age distribution of tax website visitors2

SOURCE: 1. comScore Plan Metrix, US, March 2015, custom measure created using comScore indices and duplication. March data was used to reflect the month before tax filings are due. 2. Hitwise, Demo Report, January 2015.

15%

23%

22%

18%

22%18-2425-3435-4445-5455+

Words that workTop tax ad copy

M

M

M

M

M

M

Here’s how to read a heat map

SOURCE: Microsoft internal data. 16,000 ads and 45 million impressions analyzed.Analysis period: January – March 2015.

Ad Description

% off

Advice/ Consultation

Brand

Call To Action

eFileFast/Easy

Filing

Forms Free

Income Taxes

IRSOfficial Site

Online

Param Insertion

Price/ Pricing

Relief

Returns

Tax Calculator

Tax Identification

Tax Preparation Services

Tax Refunds

Tax Software

Tax Type

Taxes (General)

Ad Title

% offAccountingAdvice/ConsultationBrandCall To ActionDebtDKIeFileFast/EasyFilingFormsFreeIncome TaxesIRSOfficial SiteOnlinePrice/PricingReliefReturnsTax CalculatorTax IdentificationTax Preparation ServicesTax RefundsTax SoftwareTax TypeTaxes (General)

In this example, a tax ad with “tax calculator” in the title and “tax refunds” in the description has high ad quality.

Great Good Insufficient dataPoor

M

M

M

M

M

M

Tax Ad Copy Research Heat Map

SOURCE: Microsoft internal data. 16,000 ads and 45 million impressions analyzed.Analysis period: January – March 2015.

Ad Description

% off

Advice/ Consultation

Brand

Call To Action

eFileFast/Easy

Filing

Forms Free

Income Taxes

IRSOfficial Site

Online

Param Insertion

Price/ Pricing

Relief

Returns

Tax Calculator

Tax Identification

Tax Preparation Services

Tax Refunds

Tax Software

Tax Type

Taxes (General)

Ad Title

% offAccountingAdvice/ConsultationBrandCall To ActionDebtDKIeFileFast/EasyFilingFormsFreeIncome TaxesIRSOfficial SiteOnlinePrice/PricingReliefReturnsTax CalculatorTax IdentificationTax Preparation ServicesTax RefundsTax SoftwareTax TypeTaxes (General)

Great Good Insufficient dataPoor

M

M

M

M

M

Top Tax Ad Copy Combinations

SOURCE: Microsoft internal data. 16,000 ads and 45 million impressions analyzed. Analysis period: January – March 2015.

Top 5 Performing Ad Title/Description Combinations, All DevicesTax Products & Services

Official Site Official Site Tax Calculator Tax Calculator Tax RefundsIRS % off Tax Refunds Tax Calculator Tax CalculatorDisplayURL DisplayURL DisplayURL DisplayURL DisplayURL

People conducting tax-related searches want reliable information from trusted sources – likely why including Official Site (e.g., “official”, “site” or “official site”) in the ad copy improves ad performance.

The best-performing ad copy combination was Official Site in the ad title, and IRS (“online irs”, “irs tax”, “irs form”, etc.) in the ad description. Further analysis found that this was true regardless of device, whether PC/Tablet or Mobile.

Ad performance is also boosted by using terms in the Tax Calculator group (e.g., “calculate tax”, “estimate”, “estimator”, “calculate”, “tax calculator”). This is aligned with our search trend performance analysis which found that “tax calculator” and other variations of the term were among the most popular search terms.

Sitelink Deep Link Analysis

SOURCE: Microsoft internal data. 16,000 ads and 45 million impressions analyzed. Analysis period: January – March 2015.

Opportunity:Tax Calculator was a top performer when featured in Sitelink Extension ads and is a relatively untapped opportunity.Returns (e.g., “tax return”, “returns free”) and Income Taxes (e.g., “income”) also perform well, but were underutilized by advertisers.Take the opportunity to stand out from the crowd and boost your sitelink clicks by including terms from these high performing categories in your Sitelink Extension ads!

Taxes (General)

Tax Type

Free

Income Taxes

Brand

Call To Action

% off

Returns

Tax Refunds

Tax Calculator

Tax Products & Services : Top Site Link variables

Ad Quality & Usage

Ad Quality Advertiser #

Should I bid on my brand terms?To bid or not to bid?See what our Bing Ads research study reveals

Brand term bidding helps deliver more clicks

1

56%

No Brand Ad

Brand Ad

88%

+32% more clicks

More clicks? Let’s break that down.

56%

50%18% overlap

32% incremental clicks

38%

Brand Ad

Organic

Brand Ad No Brand Ad

Wouldn’t I receive some of those clicks anyway if I didn’t bid on my brand terms?Yes, however, 32% are incremental clicks gained as a result of brand term bidding.

SOURCE: Bing Ads research study, January - March 2014. Study looked at the financial services industry and captured 50 million impressions. Note: Brand Ads are in Mainline Position 1. No brand ad in this case means organic only listing.

Bidding on your brand terms reduces opportunities for your competitors to capture your customers or their mindshare if they bid on your brand terms.

56%88%

7% competitor’s share of total clicks

24% competitor’s share of total clicks

Brand Ad No Brand Ad

2 Brand term bidding means fewer clicks to competitors

To learn more about the value of bidding on your brand terms, check out the complete Bing Ads research study and white paper.

Companies that bought their brand terms reduced competitors’ share of clicks from 24% to 7%.

SOURCE: Bing Ads research study, January - March 2014. Study looked at the financial services industry and captured 50 million impressions.Note: Brand Ads are in Mainline Position 1. No brand ad in this case means organic only listing.

Why advertise on Bing Ads?

Access searchers not reached on Google

SOURCE: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, March 2015. Industry categories based on comScore classifications.

Automotive

Business & Finance

Education

Telecom

Travel

Retail51M

24M12M25M

16M21M

Bing Ads is more cost effective than Google AdWords

Automotive Education Financial Health Home and garden

Legal Shopping and classified

Tele-communications

Travel

$1.5

7

$0.9

3

$4.3

0

$2.6

9

$2.6

1

$1.6

5 $2.1

6

$1.6

0

$1.3

0

$0.5

0

$5.8

2

$1.7

6

$0.7

7

$0.3

9 $1.3

5

$0.7

3

$0.9

1

$0.5

5

Bing Ads

Google AdWords

SOURCE: AdGooroo, Google Adwords vs. Bing Network – Average Cost per Click by Industry, Q1 2014.

Sitelink extensions Location extensions

lift in click-through rates (CTR)

Call extensions

Improve click-through rate and conversions by providing direct access to site content and purchase pages.

Drive more in-store conversions with store locator, click-to-call, merchant ratings, and click-to-direction.

Connect customers quickly to your business with click-to-call.

Drive even better performance with Ad Extensions

20% 10% 13%

SOURCE: Microsoft internal data.

We heard feedback from our customers, advertisers and partners and are delivering new features to make advertising on Bing Ads easier and more effective.

You told us:

“Save me time, make it easier.”

“Support me to be more effective.”

“Provide me with more insights to make better decisions.”

We delivered:Keyword management: Now manage one million keywords in one view. Better interface: Bing Ads is now easier to navigate with a newly redesigned experience.

Targeting precision: geo-plus radius targeting in one-mile increments now makes local ads more accurate.Scheduling precision: 15 minute scheduling delivers the right ad at the right time.Bing Ads editor: now faster, improved management, plus new targeting settings.

Bid predictions: bid landscape predicts impressions and clicks based on estimates.Campaign optimization: delivery statuses now provide clear insights around ad performance.Campaign performance: top mover report automatically locates key drivers contributing

to account performance variations.

You spoke, we listened.

It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks.Learn how to import your campaigns.

Already advertising

on Google AdWords?

@bingads

linkedIn.com/company/bing-ads

facebook.com/bingads

blog.bingads.com

instagram.com/bingads

slideshare.net/bingads

youtube.com/bingads

Call 1-800-518-5689 or check out Getting started.

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© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.